Recent Reports

In addition to revealing the latest findings from thousands of research sources, our reports offer expert opinions, projections, key takeaways and case studies providing go-to insights for determining strategies and initiatives. eMarketer will publish over 200 reports this year on the most relevant topics. Take a look at our most recently published reports.

This report provides an overview of the mobile phone landscape in eMarketer’s core countries of coverage, focusing on penetration rates, original equipment manufacturer (OEM) market share, mobile operating system market share and the state of 4G.

Instagram Advertising: What Marketers Need to Know

July 2015

Instagram’s ad business should ramp up quickly in 2015, with the addition of direct-response features, the ability to buy ads via an API and enhanced targeting. eMarketer expects Instagram will record $595 million in ad revenue this year and near $3 billion in 2017.

Worldwide Digital Travel Sales: The eMarketer Forecast for 2015

July 2015

Digital travel sales will total more than $481 billion worldwide in 2015. Strong demand in Asia-Pacific and Latin America will help drive overall worldwide sales growth, which will come in at 13.1% this year.

Worldwide Retail Ecommerce: The eMarketer Forecast for 2015

July 2015

Worldwide retail sales will surpass $22 trillion in 2015, up 6.3% from 2014. Retail products and services purchased on the internet will account for 7.3% of the total retail market worldwide, or $1.672 trillion.

App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market

July 2015

Mobile apps are more popular than ever. But their success is increasing competition, making it difficult for marketers to get their apps noticed and used. What are the best ways for apps to acquire new users, and to keep the existing ones coming back?

Canada Sports on Mobile: Fueling New Fan Experiences

July 2015

The ways in which Canada’s sports fans use mobile, whether at the game or on the couch, provide valuable context for broadcasters, advertisers and anyone else looking to engage this consumer segment.

Multichannel networks (MCNs) serve as the connective tissue between YouTube’s audiences and its advertisers. However, more and more MCNs are expanding to other platforms, potentially shifting the center of gravity away from YouTube.

The term “mother” now covers a population that varies widely in everything from income to household composition to educational attainment, as well as working vs. stay-at-home status. Digital usage is something of a common denominator, though.

Mobile Games: A Large Audience, But Limited Ad Spending (So Far)

July 2015

This year, for the first time ever, more than half of the US population will be mobile gamers, eMarketer estimates. Now marketers are finding ways to integrate themselves into what’s historically been an advertising-unfriendly experience.

Furniture Retailers and Digital Commerce: Trends and Benchmarks

June 2015

Furniture and home goods ecommerce is dominated by a few retail juggernauts. What these brands have in common is a focus on a higher-end market and large direct-mail businesses.

Ecommerce penetration is fairly low for drugs and beauty products. Retailers in this sector are still playing catch-up and using digital to enhance the online shopping experience.

Discount Retailers and Digital Commerce: Trends and Benchmarks

June 2015

Discount and variety—whether warehouse clubs, dollar stores or mass-merchant titans—has one of the lowest ecommerce penetration rates of all retail sectors, yet online sales growth is outpacing in-store sales for the industry leaders.

Department Stores and Digital Commerce: Trends and Benchmarks

June 2015

Department stores are reinventing themselves to stay relevant to digital shoppers. As a result, the segment’s ecommerce sales are starting to grow faster than their in-store revenues.

Apparel Retailers and Digital Commerce: Trends and Benchmarks

June 2015

Apparel is one of the most popular digital purchase categories and specialty stores in this sector can see ecommerce sales penetration as high as 30%. Even so, physical stores remain important.

Retailers and Digital Commerce: Trends and Benchmarks for Five Sectors

June 2015

Ecommerce’s share of US retail sales will reach 7.1% in 2015, eMarketer estimates. But shares vary significantly from retail sector to retail sector—this report series examines five of them: apparel and accessories retailers; department stores; discount and variety stores; beauty, health and drugstores; and furniture and home goods retailers.

Back-to-school sales are important to retailers both in their own right and as a barometer for the coming holiday season. This year, eMarketer expects a strong back-to-school period, with 4.6% growth for total retail sales and a 14.4% jump in seasonal retail ecommerce.

UK Digital Video: TV Content Still King, Even as Mobile Viewing Grows

June 2015

While there are plenty of digital video viewers in the UK, they don’t consume huge amounts of content, and most of it is likely to be TV programming. Beyond what’s being watched, device choices are changing, with mobile viewing more prevalent than ever.

Digital Identity: How Tomorrow's Connected Life Could Help Solve Today's Fragmentation Issues

June 2015

Digital identity today is a messy, fragmented landscape. With digital proliferation, the rise of mobile commerce and an expanding “internet of things,” solving today’s challenges surrounding digital identity will be crucial in making these interactions more personal, contextual and valuable.

Q2 2015 State of Video: Monetization, Audience, Platforms and Content

June 2015

US digital video ad spending continues to grow as audiences spend ever-increasing amounts of time viewing content, much of it long-form programming created exclusively for over-the-top (OTT) platforms. Tablets, smartphones and connected TVs account for most of this increased consumption.

Digital Brazil 2015: Mobile Paving the Way for a More Connected Country

June 2015

Brazil will boast 113.7 million internet users in 2015, with access via smartphones primarily responsible for an expanding user base. But infrastructure and cost concerns are slowing additional internet uptake and holding back more robust usage by existing users—issues Brazil’s government is looking to address.

Over half of Facebook’s ad revenue comes from outside North America, and marketers around the world are increasing their spending on the social network further. This deep dive into Facebook ad spending trends identifies which countries and regions are fueling growth.

Mobile Website, App or Both?: How Channel Choices Are Made

June 2015

Mobile marketing experts and brands share insight on the costs of developing mobile websites vs. mobile apps, the benefits of the two channels and how each can meet different business objectives.

Manufacturers of wearable devices are moving at lightning speed to bring new products to market. Awareness of wearable devices is up, industry forecasts for growth are high, but consumers’ interest in buying anything but a fitness tracker is still low.